Grounding of abstract concepts related to power

Grounded cognition assumes that language and concepts are understood using simulations in different modalities. Evidence for this assumption mainly stems from studies using concrete concepts. Less evidence for grounding exists for abstract concepts, which are assumed to be grounded via metaphors associated with them or via experiences with them in specific situations. In the present study, we developed a new paradigm and investigated grounding of abstract concepts related to power or the exercise of power. As stimulus material, we chose pairs of concepts, for example, democracy and dictatorship. Participants were presented each concept separately and were asked to create a visual image in their mind. Then they were asked to rate images on several aspects. Afterwards they were asked to draw a sketch of the image. Results showed that drawings of high-power concepts had a larger vertical extension than low-power concepts. Results of the questions depended on the specific concepts. For instance, wealth (high-power) was rated as more colorful than poverty (low-power), but democracy (low-power) was rated as more colorful than dictatorship (high-power). These results may partly be explained by the valence of the concepts. Drawings often contained persons, objects, and situations, but were rarely abstract. Sometimes drawings contained metaphorical content and sometimes the content of drawings related to specific experiences. In conclusion, abstract concepts related to power can be depicted visually via grounding in different ways, such as using metaphors, experiences, and actions.